Maze Runner – The Million Dollar Maze Runner

45
media
Broadcast
Professional
Integrated Campaign

Viacom Velocity (USA)
www.velocityviacom.com


Project Title: Maze Runner – The Million Dollar Maze Runner
Client or Class Name: 20th Century Fox - www.foxmovies.com

In support of The Maze Runner, Viacom Velocity partnered with 20th Century Fox to create a massive convergent promotional campaign comprised of a half-hour special, a two-phase digital campaign and a ONE MILLION DOLLAR CASH PRIZE! The campaign launched during MTV’s largest tentpole event of the year, the 2014 Video Music Awards, kicking off with a nationwide social casting call to select four teams of two runners who set out to compete in three endurance-intensive challenges. The team that escaped elimination in all three rounds walked away with two brand new Scions and a million dollar cash prize! With over 115 individual social posts and a plethora of extended content across multiple screens, this 30-minute special lived far beyond its timeslot! Throughout the campaign, The Maze Runner media targeted MTV’s premiere in-season programming (including our voracious Teen Wolf/Dylan O’Brien fanbase) through on-air co-brands, cross-platform videos, targeted displays and high-impact video roadblocks across all screens. This multi-platform branded promotion generated massive buzz and awareness of the film release, propelling it to a $32.5M opening weekend, taking the #1 spot and becoming one of the biggest September debuts in ever!

Stats:

  • Over 38.7 million On-Air Impressions
  • Over 105 million Social Followers Reached
  • The Maze Runner saw a measurable spike in tracking immediately following the special, propelling it to one of the biggest September debuts ever after garnering $32.5MM and the #1 spot opening weekend.

 

Creative Team

EVP Viacom Creative Content/Creative Director:
Niels Schuurmans

EVP Viacom Integrated Marketing:
Dario Spina

Executive Producer & SVP Integrated Marketing:
Danielle Della Corna

Executive Producer (20th Century Fox):
Julie Rieger

Executive Producer (Bunim Murray):
Rick de Oliveira

Executive Producer (Bunim Murray):
Jonathan Murray

Co-Executive Producer (Bunim Murray):
Zach Kozek

Executive Producer:
Tony DiBari

SVP, Co-Head of Series Production:
Andrew Portnoy

VP, Production:
Janay Dutton

VP, Production:
Matthew Parillo

 

 

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